a method of telling web browsers and
search engines that a web page or site
has been permanently moved to a new
404 NOT FOUND
the error shown when the server was
unable to locate the URL. 404 error
pages can negatively aﬀect search
a site that markets products or
services provided by another site in
exchange for monetary compensation.
a program used by search engines to
determine what pages to suggest for a
given search query.
(alternative text) is a word or phrase
that can be inserted as an attribute in
an HTML (Hypertext Markup
Language) document to tell Web site
viewers the nature or contents of an
the visible, clickable text in a hyperlink.
In modern browsers, it is often blue
a very high quality, trusted website that
ranks higher than others with similar
an incoming hyperlink from one
webpage back to your own webpage
or website. Also called inbound links.
BLACK HAT SEO
the use of SEO tactics that do not
follow search engine rules designed to
increase page rank in search engine
a link to a website saved electronically
in a browser to enable quick access in
programs, also called spiders or
crawlers, used by search engines to
run autonomously and gather
information across the internet to use
in search engine indexes.
the percentage of people who leave
your website after viewing only a single
website navigation that typically
appears horizontally across the top of
the webpage to provide links back to
previous pages or lists other pages on
the website to ﬁnd more information.
the problem that arises when 301
redirects are not properly placed and
creates duplicate content allowing the
same piece of content to be accessed
by more than one URL.
a black hat technique of delivering
diﬀerent content to the search engine
spider than that seen by actual users.
(Content Management System) a
computer application that allows users
to create, edit, and publish content
from a central interface (such as
WordPress) and eliminating the need
for content creators to have
sophisticated coding skills.
the writings and images associated
with a brand that appear on the
webpage and oﬀsite that are designed
to inform, entertain, and engage target
These may include landing pages,
blogs, podcasts, videos, ebooks,
webinars, case studies, infographics,
white papers, and other materials.
the transformation of a website visitor
to a person that has completed a
measurable goal such as ﬁlling out a
form, signing up for a product demo,
ordering a product, or any goal
established by the website owner.
a form used on a website to collect
information about site visitors in order
to target them for additional follow-up.
the percentage of website visitors to
complete the desired action such as
ﬁlling out a form.
a program that browses websites
systematically looking for information to
include in search engine indexes.
(Cascading Style Sheets) the coding
language that determines how pages
will appear on the website and
includes things like headers and links.
a site created to provide links to
websites. Yahoo! Directory and DMoz
are two examples.
the main web address for a website,
commonly referred to as a domain
a measure of the power of a domain
name. One of many search engine
(or gateway) a black hat technique of
creating web pages to attract web
crawlers using speciﬁc phrases with
the intention of sending visitors to a
identical or signiﬁcantly similar content
that appears on the internet in more
than one place.
a web page that displays diﬀerent
content each time it’s viewed. What is
shown on the page is based on user
interaction or pre-set conditions, such
as time of day.
the ease with which information on a
website can be found on the internet
either from within the website or from
anything that gets in the way of
conversions and can include slow
loading pages, typos on a form, pages
not optimized for mobile, or anything
that impedes a visitor from concluding
your desired action.
a web page design element that
allows two pieces of content to appear
on the same page, each inside its
the place on a website page where
the page is cut oﬀ by the bottom of
the user’s monitor or screen. Search
engines place priority on content
above the fold.
small applications installed in
webpages to use information fetched
from other websites and displayed
locally. Also known as a widget,
gadget, or portlet.
the imaginary substance that allows
web pages to rank higher in Google
SERPs. Google juice is associated
with links from high authority websites.
the text on your website that is placed
under one of the heading tags. H1 to
H6. Since these are more prominent
that regular text, keywords and
phrases should be included in
headings to improve search engine
Hyper Text Markup Language - the
formatting and layout code that search
engines read. SEO best practices
include keeping HTML as clean as
possible to allow search engine
crawlers to ﬁnd your content easily and
a highly trusted web page that links
out to other quality pages relating to
the same topic.
the number of times a website has
been visited or viewed by a user.
a link from one site into another. Links
from high authority sites can boost site
rankings for the receiving site.
the pages on a site which have been
a link from one page on a website to
another page on the same website.
(NOUN) a database of web pages and
their content used by the search
(VERB) to add a web page to a search
a scripting language designed to allow
web designers to include interactive
or key phrase - the word or phrase a
user enters when searching on the
the excessive use of the same
keyword on a website making it diﬃcult
for search engines and users to ﬁnd
the best page for speciﬁc information.
the percentage of the same keywords
on a single page. A page with too high
of keyword density will be penalized by
the search engines.
the process of ﬁnding relevant
keywords and keyword phrases to use
in content marketing and advertising
a black hat SEO technique to increase
the density of keywords on a page to
get the attention of search engine bots.
the page visitors ﬁrst land on when
they ﬁnd your website through the
also known as long-tail searches -
search queries that use three or more
words strung together to resemble the
way people commonly look for
a hypertext link reference that takes
you to another document or another
position in the same document when
you click on it.
website content designed to attract
attention and encourage others to
create hyperlinks from their own sites
or via social media in an eﬀort to
improve SERP rankings and increase
the process of actively cultivating more
inbound links to your site.
any of several methods used to
protect outgoing links and prevent
them from endorsing a bad site or to
discourage link spam in user
an agreement between two sites to
provide inbound links to each other
with the goal of increasing search
engine rankings. Link exchanges are
often facilitated by sites with directory
the visible, clickable text in a hyperlink
that signals to the search engines the
relevancy of the landing page
associated with it.
keywords with two or more words in a
phrase representing a more targeted
search query by the user. Long tail
keywords are more targeted, less
popular, and less competitive than
single, generalized terms.
data, such as that provided by
GinzaMetrics, that provides brands
with the insights they need into
marketing channels, content, and
competitors to drive strategic
decisions about what content to
create and which channels to
mixing at least two applications or
other small programs on a single
the data that tells search engines
what your website and content are
about. Metadata includes meta
description, meta keywords, and
a brief description of the contents
of a page stated in less than 155
and more than 5 words that helps
search engines and users
determine the relevancy of website
the data used to understand the
activity on a website. Basic metrics
include things like the number of
visitors, bounce rate, page views,
and average session duration.
a nearly identical or duplicate
website that uses a diﬀerent IP
address. Creating mirror sites or
mirror pages is in violation of
search engine rules and can result
in severe penalties.
also known as organic results. These
are the search engine results that are
not sponsored or paid for in any way
and are organized by relevancy.
Organic search results can be
improved by following good SEO
practices and including relevant
keywords in metadata and content.
a form of sabotage using links and
anchor text in an attempt to manipulate
search results and lower the ranking of
Using an analytics tool that provides
daily crawl data to your site will help
you to identify and remove negative
SEO before it causes damage to your
site through search engine penalties.
a command placed in the code of a
page to prevent a link from passing
SEO credit to another site. One form
of a link condom used when linking to
external pages that you do not want to
a code which tells search engine
crawlers not to index a page so that it
cannot be found in search. A form of
links to your content and website from
other websites that consider the
content of value.
the name you give your webpage.
Page title is viewed at the top of the
webpage and in search engine
listings. Target, relevant keywords
should be included in the ﬁrst few
words of the title.
a value between 0 and 1 assigned by
Google to rate the value of your web
page in terms of popularity, trust,
authority, and overall SEO value. Note:
page rank relevancy is changing.
the actual words a user enters into the
search engine, usually in a form of a
question. The most common queries
begin with “How to”, “What is”, “What
does”, “Where is”, “Who is”, “Why is”,
“Why do”, etc..
one of many factors Google and other
search engines take into account
when ranking a web page including
the number of inbound links, the
contents of the title tag, and relevancy
to the search query.
two sites that link to each other in the
hopes of raising SEO value. Search
engines don’t consider reciprocal links
as high value links because of their
mutually beneﬁcial nature.
a method of alerting browsers and
search engines that a page has
moved when a site has moved to a
new domain or when a doorway page
has been employed. 301 redirects are
used for a temporary change of
location and 302 redirects are used for
a standard used by websites to direct
and control web crawlers and other
a piece of information that follows a
user from page to page on the web.
Marketers and SEOs use this
information to determine the customer
journey and to know how target
audiences are ﬁnding their websites.
Really Simple Syndication - RSS feeds
are a way to get automatic updates
from a website. Setting up an RSS
feed for your blog will allow your
audiences to get updates as you post
a technique of using bots to copy
content from one website to another.
The practice is illegal and used by
spam websites to ﬁll their pages with
content from legitimate sites.
a website designed to match user
queries to the most relevant content
available on the internet. Google and
Yahoo are examples of search
Search Engine Optimization - the
practice of making sure that a website
and its individual pages are easily
crawled by search engine bots.
SEO best practices ensure that pages
are well structured, landing pages and
other content on the site have the
necessary metadata and use relevant
keywords wisely, and that no 404
errors, or other coding errors, exist.
Search Engine Results Page - the
page users are sent to after entering a
query in the search bar. Typically a
SERP contains 10 results on the ﬁrst
page, which makes website and
content optimization critical to being
included in these top results.
a page, or specially structured group
of pages that provide a map of all the
webpages on the site to help search
engine spiders index the website and
ﬁnd all the site pages.
a practice of saving bookmarks to a
public site as a way to introduce
others with similar interests to relevant
a fake identity created in order to
anonymously promote a person or
brand through blogs, wikis, forums,
and social sites.
also known as search engine
spamming and black hat SEO.
Spamdexing is the practice of
deliberately modifying web pages to
manipulate search engine indexes into
ranking them higher in the SERPs.
a specialized bot used by search
engines to ﬁnd and add web pages to
a set of web pages designed to create
an inﬁnite loop of links that prevent
automated scraping or email address
harvesting and may cause a poorly
designed spider (crawler) to crash.
often animated, introduction pages to
a website. Although splash pages look
attractive to users, they have very little
SEO value because they lack textual
content and crawlers can only
navigate through text links.
a page on a website with ﬁxed content
that delivers the same content to every
visitor every time. A static page does
not contain dynamic programming
languages. Static pages provide good
SEO value for a site.
an HTML link that contains only text
and does not include graphic or
special codes. Text links are most
easily read by crawlers.
TIME ON PAGE
the amount of time a visitor spends on
any one webpage. The longer users
engage in content on a page, the
higher the relevancy of the content.
not the same as page rank. Toolbar
rank is a value between 0-10 given to
a webpage to indicate its importance.
However, toolbar rank is updated
infrequently by Google and is not a
good indicator of a page’s current
another name for website visitors. The
goal of SEO best practices is to
improve relevant traﬃc to a website.
a Google penalty targeted at sites with
too much advertising copy above the
fold, or sites that use spammy
techniques of cluttering web pages
with irrelevant content, making it
diﬃcult for users to ﬁnd the information
they were searching for.
a comparison of how much traﬃc your
site gets as compared to other related
sites on the internet.
Uniform Resource Locator - the web
address of pages on a website,
beginning with www.
any content that is created by
consumers or users of a website or
other online system and published for
the use of other consumers or users.
within a website, a walled
garden is a group of pages
that are linked to each other,
but restrict users from
accessing other areas of the
web from those pages. In the
internet environment, a walled
garden is a method used by
ISPs to restrict access to
speciﬁc areas of the web, as
used in education to keep
children out of porn sites and
other undesirable material.
the practice of optimizing
websites and pages to
increase ﬁndability while
limiting processes and
techniques to those that
adhere to search engine rules
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